The Not to DO leader loses site of the fact that there is more than one customer waiting for them everyday. In fact, the Not to Do leader may not have much contact at all with the customer who pays the invoice - others are doing that for them.
The To Do Leader realizes that the end (external) customer, who pays for the product or services is just as important as the internal customer - peers, team members, service personnel, technicians. Each person in the organization is a customer of one another - some directly, some indirectly.
It is by creating an atmosphere of customer service internally that the external service proposition offered to end users of the product or service benefits the most.
No longer are customers an interruption to anyone's day, the customer is the reason the day exists at all.